Most popular marketplaces globally
Most popular marketplaces in Europe
Amazon |
Temu |
Shein |
eBay |
Alibaba/ AliExpress |
Zalando |
Vinted |
|
Global |
60% |
32% |
26% |
15% |
11% |
11% |
9% |
Gen Z |
59% |
33% |
39% |
13% |
13% |
13% |
12% |
Millennials |
62% |
34% |
31% |
14% |
14% |
12% |
10% |
Gen X |
59% |
32% |
20% |
16% |
10% |
10% |
7% |
Baby Boomers |
61% |
29% |
12% |
18% |
7% |
8% |
4% |
Social shoppers |
59% |
35% |
30% |
14% |
13% |
10% |
8% |
Sustainable shoppers |
61% |
32% |
28% |
13% |
13% |
10% |
8% |
Cross-border shoppers |
66% |
41% |
34% |
16% |
14% |
12% |
9% |
Black Friday shoppers |
65% |
34% |
29% |
16% |
13% |
12% |
9% |
Refurbished shoppers |
64% |
36% |
31% |
18% |
13% |
12% |
12% |
Subscription shoppers |
66% |
36% |
31% |
15% |
16% |
8% |
7% |
|
Clothing |
Footwear |
Jewellery |
Household products |
Food & beverages |
Electronics |
Home furnishings |
Sport, leisure & hobby items |
Global |
40% |
30% |
15% |
23% |
19% |
35% |
29% |
26% |
Europe |
42% |
31% |
15% |
19% |
14% |
35% |
28% |
26% |
Gen Z |
37% |
28% |
18% |
20% |
19% |
30% |
24% |
24% |
Millennials |
40% |
31% |
16% |
24% |
20% |
36% |
31% |
29% |
Gen X |
44% |
32% |
13% |
24% |
19% |
38% |
30% |
28% |
Baby Boomers |
41% |
30% |
11% |
21% |
16% |
39% |
31% |
23% |
|
Sport, leisure & hobby items |
Pet food/ products |
Cosmetics & beauty products |
Health supplements |
Toys and games |
Books |
Designer goods |
CDs, Vinyl or DVDs |
Global |
26% |
13% |
27% |
16% |
24% |
28% |
11% |
12% |
Europe |
26% |
13% |
26% |
16% |
25% |
32% |
11% |
13% |
Gen Z |
24% |
11% |
26% |
13% |
23% |
24% |
12% |
11% |
Millennials |
29% |
14% |
28% |
17% |
29% |
27% |
13% |
11% |
Gen X |
28% |
14% |
27% |
17% |
23% |
30% |
11% |
13% |
Baby Boomers |
23% |
15% |
26% |
19% |
20% |
32% |
7% |
13% |
All stats and figures are taken from the DHL eCommerce Online Shopper Survey conducted between February and March 2025. Respondents were required to have made at least one purchase online within the three months prior to the survey. 70+ questions were asked to 24,000 respondents across 24 countries (1,000 per country) with an equal split across demographics – where possible. The countries chosen for this survey represent some of the most active e-commerce markets across the globe. Where percentages do not equal 100%, this is due to certain questions having multiple-choice options. Where there is a deviation of percentages over 100%, this is due to rounding of answer options. Not all data from the survey is displayed on this page. Country, regional, generational, and shopper profile data is provided, but this does not reach a level of statistical significance to make definitive statements about specific groups globally. Figures are correct at the time of publishing.
